DJI Bets on Storytelling to Prove Drones Can Be Part of Our Lives

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A drone that fits in your life just the way it fits into your backpack. That’s the story featured in DJI’s latest #MyMavic campaign which presents the small, foldable drone as an everyday companion of a tech journalist, a vlogger and travel filmmaker.

The campaign’s message is simple: DJI’s Mavic Pro is the drone for everyone to bring everywhere, no matter how packed your schedule or how small your bag. It becomes part of your daily life, and it’s there to help capture your moments of inspiration. YouTube celebrities Ellie and Jared from Utah, Kai Man Wong from Hong Kong and Kylie from Australia are witnesses to that in the three videos.

“It was important to us that we featured real people who were genuinely interested in our products. It needs to be believable and natural, unlike a traditional ad which would immediately turn people off”, said Paul Moore, Creative Director at DJI.

Whether riding on a subway, island hopping throughout Thailand or having fun with the kids in the snow, there’s always room for a DJI Mavic Pro. This message also comes across in overhead knolling style shots that show the Mavic Pro surrounded by lifestyle objects such as shoes, a paperback or a smartphone, suggesting that drones or aerial photography is integrating into our everyday lives.

That’s exactly what #MyMavic wants to convey: “Aerial photography before the Mavic Pro involved deliberate preparation. You usually have a special backpack that carried the drone. It wasn’t light, and it took a bit more time to set it up. With the Mavic Pro, you can conveniently keep it in your bag or purse and forget it’s even there.” said Moore.

Kylie Flavell, one of YouTube’s best known travelling vloggers, is a fan of solo expeditions and found that she needed equipment that would fit into a small suitcase and still deliver high quality images. “I'm a one-girl production company filming and editing in a different country every month” said Flavell. “Gear that is compact, light, easy to setup for run-and-gun shooting and can give me beautiful cinematic footage is crucial. And the Mavic gives me all of that.”

DJI’s video production team worked closely with the influencers, and most of the final shots in the videos were done on the Mavic Pro. Another notable difference was how there were no mentions of technical specifications, a nod to the campaign’s focus on personal relevance and what it meant to people rather than the technology that made it possible.

To date, the three videos have exceeded 956K views on YouTube alone, with similar view counts on Facebook and Twitter.

In addition to the three influencer videos at its core, social media content showcasing the slick design of the Mavic Pro and promoted content on owned and paid platforms, extended the mileage of the campaign to reach new audiences.

What sounds like a traditional campaign is anything but. Genuine storytelling speaks to the heart of consumers, and when true stories stem from real people, it connects. The DJI #MyMavic campaign is set to bring out the passion for photography in each and every one of us.

Links to the videos:

Tech Geek (feat. Kai Man Wong) - https://youtu.be/20HeMuTn0g4

Nomad Filmmaker (feat. Kylie Flavell) - https://youtu.be/M5vPqDdOwJs

Priceless Moments (feat. Ellie & Jared) - https://youtu.be/s37EdW43BZg